智慧型手機汰換決策影響因素之研究

Abstract

隨著科技的進步與發達，智慧型手機推陳出新的速度越來越快，除了在品質及功能的表現上愈加優異外，價格亦逐漸下滑，使消費者持有智慧型手機的比例與汰舊換新的速度隨之提升。而近年來多家手機品牌廠商推出舊機換新機的優惠方案，除給予消費者產品升級的誘因之外，亦從中落實智慧型手機的逆向物流，降低智慧型手機報廢後對環境所造成的危害。 本研究以智慧型手機相同品牌舊換新折抵優惠方案為例，探討影響消費者舊換新意願之因素，研究結果發現：(1)新產品評價與舊產品評價會正向影響比較價格接受度及折抵程度，而當比較價格接受度及折抵程度越高時，消費者舊換新的意願也會越高。(2)品牌知覺風險對消費者的品牌忠誠度會產生負向影響，而當品牌忠誠度越高時，舊換新意願也會越高。(3)綠色價值導向越高的消費者，對舊機換新機的意願也較高。

With advances in technology, the performance and quality of smartphones are better than before, and the price has gradually declined. Therefore, more and more people have a smartphone and replace it more frequently. In recent years, a lot of firms launch the trade-in program. It not only offers consumers incentives to upgrade their smartphones, but also protect the environment from pollution by reverse logistics. This study takes the smartphone trade-in program for an example to discuss the affecting factors on consumers’ trade-in intention. The results are summarized as follow. First, both new-product valuation and used-product valuation have positive influence on price acceptability and extent of trade-in rebate; price acceptability and extent of trade-in rebate also positively affect trade-in for upgrade intention. Second, brand perception risk negatively affects brand loyalty. And when consumers have higher brand loyalty, trade-in for upgrade intention is higher. Last, Green value orientation has positive influence on trade-in for upgrade intention.